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Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could
show you how to find and utilize untold advertising dollars you
may not be aware of.

In the mid 80's I was an account executive for a radio station
located in Santa Rosa, California. During that time I became very
familiar with what is referred to as co-op advertising.

Co-op advertising is a great source of advertising dollars.
And there is so much of it available to people, yet most people
know very little, if anything, about co-op dollars.

Interestingly, I was one of the only reps at the station who
made sure my clients knew about this benefit. The reason was
simple, there was more work involved in getting my clients set
up, and yet, there was financial gain for both my client and
myself by taking time to help them stretch their marketing
dollars.

Co-opting is where you put in money for advertising and the
manufacturer of a product you sell also puts in money. Often it
is as much as 50% of the campaign. It is a great way to stretch
your advertising campaign and to beef up your campaign.

Unfortunately, even though the money is available if
conditions are right, many people either aren't aware of this or
if they are they think it's too much work to meet the criteria.
Granted, in some cases it is, but often utilizing co-op money is
a great way to stretch your marketing budget.

There are many co-op-advertising opportunities available if
you plan to do advertising on the Internet. Not all are good
investments though. Check opportunities out very carefully before
making a final commitment.

Using co-op dollars is an excellent way to build a stronger
relationship with your retail suppliers and to generate a lot
more traffic in your store or on to your web site. If the
overflow of business is handled correctly you will increase your
sales and profits.

The great thing about using co-op dollars when you are dealing
with standard media is that your account rep can handle the
paperwork for you. Many retailers hesitate using the "hidden"
dollars due to feeling intimidated by the paperwork, the
unknown.

Not only can the rep help you with the paperwork, they can
also help you to build the campaign. However, before you trust
them completely, find out what their experience is, what
successful campaigns they have spearheaded and get some
references. Take the time to do some research upfront to save
money over the long run.

The reality is, if they are professionals in the truest sense
of the word, they will be more than willing to take much of the
paperwork burden off of you by handling it. After all, the more
value an account rep creates for their clients the greater chance
for an ongoing business.

Co-op dollars are not limited to retail businesses. Often,
there are hidden dollars for non-profits. There are city and
state funds that are set aside to help various organizations
increase their visibility and reach.

One nice thing about using co-op dollars from a large
manufacturer is that brand names do attract customers to your
business-that's why you offer them. Advertising specific well
known brands will increase your foot traffic. Harley Davidson has
an amazing co-op program they offer to their retailers. It is a
primary reason they have done so well. They encourage advertising
based on specific guidelines.

It is to the advantage of an advertiser to utilize these
dollars. Manufacturers in virtually every industry want to help
with advertising costs. They are very aware that when you
correctly advertise their brand name product you will probably
sell more of it, thus increasing your orders.

The disadvantage of co-op advertising can be the restrictions
set by the manufacturer. Often, they have such rigid guidelines
about how to design the ad that you may lose all control of
creative expression. For example, their logo may have to be
positioned in an exact location in order for them to co-op the
campaign.

If you are working with someone who claims to be an expert at
advertising and they know nothing about co-op dollars they are
not the expert they claim to be. Be aware.

Areas that you need to be educated on are program terms and
reimbursement schedules. In some cases it can take months to
receive reimbursement for a co-op campaign. In other cases, the
company you are cooping with will send the money directly to the
media source. Be sure to check this information out in order not
to run into a cash flow problem.

Advantages of co-op advertising

Extra money to advertise

Account executive can do the paperwork

More frequency

Disadvantages of co-op advertising

Restrictions by manufacturer

No guarantee it will work

Limited creativity in ad copy

Before making a final decision, research your options on co-op
advertising. You may be pleasantly surprised with what you
discover.

Publishing Guidelines: You may publish my article in your
newsletter, on your web site, or in your print publication
provided you include the resource box at the end. Notification
would be appreciated but is not required.

About The Author

Kathleen Gage is a business advisor, keynote speaker and
trainer who helps others gain marketing dominance and visibility
within their market. Get Gage's FR*EE report "Learn How One Salt
Lake City Based Business Consultant Made Over 100k from One Idea"
by visiting www.kathleengage.com.

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